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Series:   Elements in the Economics of Emerging Markets

The Economics of Digital Shopping in Central and Eastern Europe

Published online by Cambridge University Press:  03 February 2022

Barbara Grabiwoda  and
Bogdan Mróz
Barbara Grabiwoda
Affiliation:
Publicis Commerce
Bogdan Mróz
Affiliation:
SGH Warsaw School of Economics

Summary

Transformations caused by increasing virtual connectivity reach all business touchpoints, but the surge towards digital technologies is not distributed evenly across European markets, with the Central & Eastern Europe (CEE) region showing the strongest diversity of digital adoption levels. This Element outlines the characteristics of CEE digital markets, along with an additional contextual layer investigating online consumer behaviors. In-depth analysis of the similarities and differences in the region will allow the pace of ongoing digitization to be traced. The authors' objective in delivering this Element is to analyze the opportunities presented by the digital economy in CEE and to provide an actionable outlook for the e-commerce potential within the region's markets. Observations are based on in-depth analysis of dependencies between globalization of consumer behaviors and ongoing barriers to digital adoption caused by both economic and geo-political limitations.
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Keywords

digital shoppinge-commerceCentral and Eastern Europedigital transformationCOVID-19 pandemic
Type
Element
Information
Series: Elements in the Economics of Emerging Markets
Online ISBN: 9781009104302
Publisher: Cambridge University Press
Print publication: 03 March 2022

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